Reveal Marketing Research Study: 1 out of 2 Romanians extends their shopping session if they hear music they like in the background

Reveal Market Resources, Study No. 143

Reveal Marketing Research conducted a nationally representative study to explore the extent to which background music influences how Romanians feel and interact with their surroundings when visiting various commercial spaces for shopping.”

• Stores (83%) and malls (48%) are the main leisure destinations for Romanians
• 85% of Romanians believe that familiar music positively influences them in public locations
• 54% of Romanians extend their shopping sessions if they hear music they like in the background

Stores and malls are the main leisure destinations for Romanians, and 54% of Romanians extend their shopping sessions if they hear popular music they like in the background

According to the results of the study conducted by Reveal Marketing Research, the most frequently visited public places where Romanians tend to spend their leisure time are stores (83%) and shopping centers/malls (48%).

We observe that for those aged 35-44, an age group that is differentiated by a higher purchasing power, shopping malls are to a greater extent a leisure solution (55%).

Turning our attention to the role of music in commercial spaces, 63% of Romanians believe it is important to hear popular music when they go to malls, and 59% when they engage in routine shopping in stores.

Consumer behaviour in such moments is influenced by music, with 54% of respondents stating that they spend a longer period shopping in both stores and shopping centers if they hear their favorite popular music in the background. The main motivation mentioned is that the music distracts their attention and prompts them to spend more time in that commercial space.

Furthermore, a significant percentage of 37% of consumers have stated that they would be willing to spend more money in stores or malls if they hear familiar music they like in the background.

30% dintre români preferă un ritm mai alert al muzicii cunoscute atunci când se află în spații comerciale, în timp ce 34% nu au o preferință clară de gen muzical în astfel de situații

According to the study’s data, 85% of respondents believe that popular music positively influences them in public locations. Additionally, 66% of Romanians state that it is important or very important for the musical genre to be to their liking in a public space (e.g., bar, terrace, store, etc.), with a significantly higher percentage among consumers aged 35-44 (72%).

Exploring the main associations between the attributes of popular music and different types of public locations, we find that, for the majority of Romanians, an appropriate volume of music makes the environment more pleasant in stores, while in the case of malls, the focus is more on the rhythm of the background music.”

Marius Luican, CEO of Reveal Marketing Research

“Popular music has the ability to significantly influence the behavior and experience of consumers in commercial spaces, representing not only a pleasant background but also one of the most influential factors in setting the tone for the atmosphere of such locations. For example, while faster rhythms create an energetic atmosphere in a store that can stimulate buying impulses, slower music can encourage consumers to spend more time exploring and purchasing.”

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About Reveal Marketing Research

Reveal Marketing Research is a full-service market research company specializing in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for good decisions and brand positioning. The qualitative and quantitative solutions have been helping companies in Romania and other European countries for 15 years.

Reveal Market Resources, Study No. 143: Reveal Market Resources is a data hub of free studies offered to audiences, with the aim of supporting the marketing and communication market in Romania.

Methodology: The Reveal Marketing Research study was conducted online during July 2023, on a representative sample for the universe of 18+ internet users, urban residents. The sample size was 818 respondents and the maximum sampling error for the general target is +/-3.5% at 95% confidence level.